Understanding the deterrents to participation for peer-service-providers and customers in triadic collaborative consumption

Abstract

Not too long ago, we started observing alternative modes of consumptions disrupting the traditional markets with the help of information technologies. Primarily coined as Sharing Economy, these non-ownership-based consumption practices soon received popularity among the consumers who preferred access to ownership. The academic community put its brilliance into understanding why customers were so enthusiastic about these practices. Recently there has been a meltdown in Sharing Economy and we have seen many businesses going out of the market. This phenomenon is so fluid in nature that the academic community could not keep pace with its velocity. Managers were also trying to figure out the deterrents to customers’ participation. Collaborative Consumption- a triadic business model based on the participation of customers, peer-service-providers, and the platform providers has been witnessing the same! Over the past few years, the academic community had been only focusing on the motivations to participate in Collaborative Consumption. Hence, there is a research gap in understanding what deters the participation. To address this gap, this author has conducted a qualitative study among the customers and peer-service-providers to unravel the deterrents that hinder their participation in Collaborative Consumption. This study has brought to light 6 new barriers for peer-service-providers and 3 new barriers for the customers.